Impact of AI in AdTech: Exploring a Few of The Top Global AI-powered AdTech Platforms

The onset of social media in recent years has brought about many transformations in the way companies interact with their customers. The entire process of delivering products and services related messaging has undergone a significant transformation. Ad tech, the abbreviation for Advertisement Technology covers this niche market. Each day, there are new updates in ad technology.

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Several agencies are now not relying on just the primitive digital and broadcasting platforms to boost brand messaging, they also rely on various other software and tools which can be used to make the advertising more result oriented.

Artificial Intelligence in AdTech

Artificial Intelligence is the term for the capabilities of a computer to perform activities which are done by humans. These activities are done by humans using the basis of their inherent intelligence. Therefore, the term artificial intelligence has been given to the abilities of the computers that are built to have human-like intelligence artificially embedded into them through many algorithms and software tools. It can also be referred to as a sub specialty of computer science which deals with producing intelligent machines which can think on their own and act. Artificial intelligence majorly uses machine learning to copy human intelligence. Siri, Tesla, Netflix, Alexa and flying drones, etc. are all powered by artificial intelligence.

Impact of AI in AdTech

Innovations in technology have replaced heavy typewriters with modern computers, sleek tablets, and laptops. Advertising campaigns are now planned using big data and artificial intelligence to minimize human effort and maximize automation and convenience. This way, advertisements are able to target the right customers without too much human intervention.

Artificial intelligence is a revolution in itself, and most industries are investing in it because of the numerous benefits and convenience it provides. The impact of AI is going to be huge in the coming years in advertising. AI has made it possible for AdTech platforms to see other brand activities just by a click on the social media platforms. This enables them to keep up with new trends in the marketplace.

AI in AdTech regulates the advertising budget and evaluates the results to learn what actions will deliver better performance and attract more customers. AI is basically optimizing the usage and efficiency of your resources. There are three major concerns of any AdTech platform, and that is network selection, ad placement on the internet (websites) and analytics. AI helps Ad Tech platforms and agencies in these domains rather than handing these tasks to developers. Heatmaps are used by AI algorithms to study where customers are going on the internet to locate the most appropriate ad position on the web. AI algorithms also help in assuring that random ads do not reach the users; the ads must be relevant; otherwise, customers are not attracted on a long-term basis. The AI keeps in mind the UX design of websites and optimizes accordingly to provide the best experience to online customers.

Top global AI-powered AdTech platforms

Ad Tech platforms are paid advertising platforms which, when powered by artificial intelligence, regulate the advertising budget and optimizes the reach to customers. Who sees your ads and where it is on a page, is looked after by Ad Tech platforms. A very good example of this is Facebook advertising.

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The top global AI-powered Ad Tech platforms are:

• Sizmek Inc.
• Amplero
• Google Inc.
• Facebook
• GumGum
• Albert
• Invoca
• 4INFO
• Adobe
• Quantcast
• Influential
• AI

Studies have shown that since these platforms have introduced AI-based advertising campaigns, there has been tremendous improvement in revenue. For example, for Amplero, the revenue turned out to be nine times the average revenue per user in 30 days. Overall, in a 90-day period, the revenue showed seven-fold improvement.  All these platforms provide unique strategies for advertising products and services. Another example is GumGum which works with big brands like L’Oreal and Johnson & Johnson, etc. Harley-Davidson, famous for its motorcycles, also uses AI-powered platform named Albert.

Microsoft uses the Invoca platform, which enables it to track calls and attribute revenues accordingly. The strategies include AI technology which enables companies to display more relevant ads through the data received from scanning videos and images across multiple platforms. AI also follows what a customer searches for on the different devices and provides suggestions accordingly.  For example, Google has smart shopping campaigns which are used by companies like eBay brand GittiGidiyor which identifies the best combination of ads through machine learning tool. The company observed an increase in return of about 28% on the expenditure on ads along with a 4% increase in sales. These examples depict how AI has literally changed the game for many.

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Future of AI in Ad Tech

In the coming years, AI will become much more sophisticated and have visual searching algorithms to find  relevant products and help in the completion of their purchases as well. The facial recognition will include emotional analysis as well in the future. The aim of AI is to reduce human effort in time-taking things and making lives easier so an adtech world that is powered by AI is probably the next natural thing to happen.